N.IMM.2151 - Customer immersions - North America

Summary

This project focused on maintaining key account management activities with key trade partners to keep Aussie Beef and Lamb top-of-mind, and MLA positioned as a credible and valued source of information. Activities also involved driving the trial and placement of Aussie beef and lamb.

The key marketing tactic involved culinary immersions (targeted events showcasing Aussie beef and lamb) with:
- strategic partners
- menu ideation workshops
- meetings/presentations with key accounts amongst food service operators, retailers, distributors, and importers.

Outcomes are geared towards product trials stemming from immersion/education activities, menu placement, and promotional activities with food service operators and retailers.

Objectives

This project covers the reporting period of 2020 – 2025 and addresses the following International Markets priorities for the North America region:
Priority 2: Increase the ‘physical availability’ of Australian beef,
lamb and goatmeat products.
Priority 3: Develop ‘educated ambassadors’ (staff, customers, media,
influencers).
Priority 6: Deliver trusted and high quality insights (up and down the
supply chain).